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Demand for contraceptives rose by 157% among married women who listened to the soap operas "Yeken Kignet" and "Dhimbibba".
The UN predicts that Africa, a continent with the largest demand for contraceptives but the worst access to services, will record the highest rates of growth over the next 15 years.
The program has consistently maintained strong support from the highest levels of government and society, and has had great success tapping into the tremendous amount of latent demand for contraceptives.
Men who followed "Yeken Kignit" and a similar program called "Dhimbibba" ("Getting the best out of life") sought to be tested for HIV at four times the rate of non-listeners, while the demand for contraceptives rose 52 percent among married women who listened to the programs.
Last April, Cuba wasn't able to meet its citizens' high demand for contraceptives and couldn't stock pharmacy shelves.
Demand-led family planning programs, in which demand generation is the driving force behind the design rather than the conventional, service delivery-oriented approach, may be more suitable in places where expressed demand for contraceptives is low.
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We must garner male support and create demand in this area if we are to increase public awareness of, and encourage demand for, contraceptive services and information globally.
Yet, without proving there is demand for contraceptive services across the world - the risk is that these pledges won't be honored, leaving the the issue of girls and women's sexual and reproductive health to fall outside the spotlight of public attention.
Simply supplying modern contraceptives to these women will not solve the problem and a large amount of unused contraceptives will sit on the shelves of rural pharmacies.African governments need a comprehensive solution that not only provides adequate supply but, perhaps more importantly, drives demand for modern contraceptives through behavioural change.
Despite much speculation about the role of direct-to-consumer advertising (DTCA) in increasing demand for prescription contraceptives in the United States, there is little published research on this topic.
However, with an unmet need of 25% and demand satisfied only for 53% of women in 2011, there is substantial unfulfilled demand for modern contraceptives.
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Justyna Jupowicz-Kozak
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